Edrington GTR harmonizes whisky and music with GTR exclusive The Macallan Concept Number 2

The Macallan unveiled the global travel retail exclusive Concept Number 2 with a special “sonic whisky tasting” at TFWA World Exhibition in Cannes.

This is the second release in the Concept Series, a collection that fuses the passion behind The Macallan’s whisky making with innovative art, music and culture.

Concept Number 2 is inspired by the similarities in the creative approaches of crafting whisky and creating music, two of the passions of The Macallan Whisky Maker, Steven Bremner, who is also a house music DJ.

 “Music has inspired many aspects of my life, both creatively and practically, as has whisky, so the creation of Concept Number 2 allowed me to look at my two passions through a different lens,” said Bremner.

“Creating a track and crafting a single malt can take a similar path. Beginning with the layering of sounds just like the layering of different flavors from specific cask types.

“Each different cask brings its own influence to the character of the liquid, like each instrument, or sound, adds depth to a track. In both cases, we can alter each different element to play up or down particular sounds or flavors.”

The Macallan Concept Number 2 uses three different casks which the company says gives the whisky “rhythm, treble, and harmonies:” sherry-seasoned American oak casks, Miguel Martin sherry casks, and ex-bourbon casks.

The Macallan unveiled the GTR exclusive Concept Number 2 with a special “sonic whisky tasting” at the TFWA World Exhibition in Cannes. Concept Number 2 brings together music and whisky – two of the passions of The Macallan Whisky Maker, Steven Bremner, who is also a house music DJ

Suzy Smith, Edrington Global Travel Retail Managing Director, commented: “Following the positive reaction to Concept Number 1, we are delighted to reveal the second Concept release – which again highlights our evolving, innovative approach to travel retail-exclusive products.

“We are committed to enhancing and developing the offer for our global consumers and GTR partners and Concept Number 2 underlines our ongoing strategy to focus on premiumization, brand-building and recruitment.”

The Macallan Concept 2 will first be made available at The Macallan Boutiques in Taiwan Taoyuan Airport and London Heathrow Airport Terminal 5; as well as Dubai Duty Free in December 2019. It will then roll out to key airports globally from January 2020 at an RRSP of 150 USD / 120 GBP / 135 EUR. 

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